The agile marketer : turning customer experience into your competitive advantage / Roland Smart
Publication details: Hoboken : John Wiley & Sons, c2016. Description: xiii, 219 p. : ill. ; 24 cmISBN: 9781119223009Subject(s): Product management | Marketing -- Technological innovations | Strategic planningDDC classification: 658.802 SMA| Item type | Current library | Home library | Call number | Status | Date due | Barcode | Item holds |
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Contents
I.How Development Methods Influence Marketing
1.Why Marketing Needs to Adapt
2.The Modern Marketer's Challenge
3.Scaling Sales: Marketing and the Role of Automation
4.The Rise of Agile
II.Adaptive Methods for Modernizing Marketing
5.A Snapshot of Leading Methods
6.The Skinny on Scrum
7.Kanban: Lean Meets Agile
8.Implementing Agile: Key Considerations
9.Implementing Agile: Common Objections
10.Your North Star: The Agile Marketing Manifesto
III.Linking Innovation and Customer Experience
11.Integrating Marketing and Innovation with Agile
12.Beyond Agile: More Methods to Link Marketing and Product Management with Innovation
13.Beyond Agile: Marketing's Role in the Customer Experience
IV.Modern Marketing and the Customer Experience
14.From Deeper Customer Relationship to Richer Customer Experience
15.Growth Hacking
16.Lessons from the Collaborative Economy.
Includes index.
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